module specification

MN5060 - Theory & Practice of Selling (2018/19)

Module specification Module approved to run in 2018/19
Module title Theory & Practice of Selling
Module level Intermediate (05)
Credit rating for module 15
School Guildhall School of Business and Law
Total study hours 150
 
75 hours Assessment Preparation / Delivery
45 hours Guided independent study
30 hours Scheduled learning & teaching activities
Assessment components
Type Weighting Qualifying mark Description
Katia test 100%   xxx
Running in 2018/19
Period Campus Day Time Module Leader
Autumn semester City Wednesday Morning

Module summary

Selling is an essential function of business. This module provides students with the opportunity to gain and develop essential selling knowledge and skills. The module supports the BABM&M course as it supports a marketing management perspective which includes understanding the selling function and learning from it to improve marketing function. There has been regular research confirming employers’ need for employees with selling skills as they argue that ‘selling is a life-blood of businesses’ since businesses cannot survive without effective results from this important function. Past students of this module have confirmed the importance of undertaking this module in helping them find a job and getting recognition from the ISMM (The Institute of Sales and Marketing Management). However, selling has a broader perspective as it enables students to learn how to be more persuasive in addressing their audiences with products and services they need.

Syllabus

Sales Context and Career LO1

Marketing vs Selling (cover marketing process) LO1

Sales person performance –Perception, motivation and behaviour LO1

CRM, Sales Technologies and Sales Analytics LO1

Global Perspective and Contemporary Selling LO1

Ethical and legal considerations and Selling LO1

The Sales cycle-From prospecting to sales presentation LO2

The Sales cycle- Sales Pitch presentation and closing LO2

Objections, Closing, service and follow up LO2

Negotiating for win-win solutions LO2

Balance of independent study and scheduled teaching activity

The module will be delivered over a 15-week period consisting of 2 hour weekly sessions. The module will use a blended learning delivery approach covering lectures/workshops, video demonstrations and student projects. We will use extensively Weblearn for both delivery of teaching and practice material as well as for the submission of assessment.

The lectures will focus on the following dimensions reflected in the title of the module: understanding the key dimensions of the theory of selling and developing skills for researching and developing a plan and delivering it to win and/or retain customers. Each seminar will include introductions to key concepts as well as opportunities for practice of the concepts using real-life examples. Students will be given the opportunity to prepare for sessions by encouraging them to undertake tasks before sessions.

During classes students will be encouraged to present their reflections about tasks so they may also develop their ability to speak confidently to audiences.
Students will be encouraged to keep a learning log to help them see how they are developing and note any areas of difficulties which can be discussed with the tutor.

Learning outcomes

On successful completion of the module students should be able to:


1. Understand the context and challenges of selling and its planning process

2. Researching and implementing a selling plan for winning and/or keeping clients

Assessment strategy

The assessment strategy is designed to demonstrate achievement of the learning outcomes. It consists of 2 components that assess not only the level of familiarity with the concepts covered but also the ability to apply them critically in a real-life context.
The assessment also combines group and report presentations to ensure all required dimensions of learning are covered.

The two components are as follows:

Assessment 1: Written Assignment (Weighting: 60%)
This assignment is based on a selected product with a view to enable the students to develop a sales plan (sales cycle) that involves identifying and researching target groups that match a selected product.

Assessment 2: (duo video presentation) (40%)
Having completed their sales plan, the next assessment is to ask students to select a particular plan and develop a 2-3-minute pitch that presents a particular product/service to a target group of clients with the aim to persuade them of its relevance to their needs. The presentation will include likely objections and simulate how to address them.

Bibliography

Textbooks:

Core Text:
 Johnston, M. (2016). Contemporary Selling. 5th Edition. London: Routledge.
 Futrell, Charles (2010). Fundamentals of Selling: Customers for Life Through Service. London: Irwin/McGraw-Hill

Other (additional) Texts:
1. Cheverton, P. (2004) Key Account Management 3rd ed. London: Kogan Page
2. Davidson, H. (2005) The Committed Enterprise: Making Vision, Values and Branding Work London: Elsevier
3. Grewal, D. and Levy, M. (2008) Marketing International Edition USA: McGraw-Hill
4. Doyle, P. (2000) Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value Chichester: Wiley
5. Heiman, S. E. Sanchez, D. and Tuleja, T. (2003) The New Strategic Selling London: Kogan Page  Jobber, D. and Lancaster, G. (2006) Selling and Sales Management 7th ed. Harlow: Pearson Education
6. Jobber David, Lancaster Geoff / Selling and Sales Management (2009) Financial Times/ Prentice Hall 2005 (8th edition)
7. Johnson, M.W. and Marshall, G.W. (2006) Churchill/Ford/Walker’s Sales Force Management 8th ed. International Edition USA: McGraw Hill
8. MacDonald, M. and Woodburn, D. (2007) Key Account Management: The Definitive Guide 2nd ed. Oxford: Butterworth- Heinemann
9. Mullins, L.J. (2007) Management and Organisational Behaviour 8th ed. Harlow: Pearson Education Piercy, N.F. and Lane, N. (2009) Strategic Customer Management: Strategizing the Sales Organization, Oxford: Oxford University Press
10. Robinson, P. (2009) Level 2 Sales and Marketing Tutor Guide Part 1 UK: SalesMCwww.lulu.com Rogers, B. (2007) Rethinking Sales Management: a strategic guide for practitioners Chichester: Wiley
11. Schiffman, L. G. and Kanuk, L. L. (2007), Consumer Behaviour, International Edition ,  Prentice Hall, 8th/ 9th ed.
12. Wilson, A. (2003) Marketing Research: An Integrated Approach Harlow: Pearson Education


Journals:

Journal of Personal Selling and Sales Management
Journal of International Consumer Marketing
Journal of consumer behaviour: an international research review
European Journal of Marketing,
Journal of Marketing
Journal of marketing Research
Advances in Consumer Research

Websites:

Chartered Institute of Marketing (CIM)
http://www.cim.co.uk
The Institute of Sales and Marketing Management (ISMM)
http://www.ismprofessional.com/

Electronic Databases:
Keynote, Mintel Marketing Intelligence, Euromonitor.

Other:
Financial Times, The Economist, Harvard Business Review, Marketing Week, Business Week.